Hendrix family sues vodka brand

The family of Jimi Hendrix have filed a lawsuit over the use of his name in association with a brand of vodka.

Seattle businessman Craig Dieffenbach is marketing the brand, called Hendrix Electric Vodka, which is packaged in a purple bottle and features Jimi Hendrix’ face and signature.

Dieffenbach is defending his right to use the likeness, as a 2005 court ruling decided that the Experience Hendrix owns the right just to his music, and not his name and image.

Janie Hendrix, the sister of the late guitar great and Chief Executive of Experience Hendrix, has blasted the association, as her brother’s death in 1970 was related to alcohol consumption, saying: “As a matter of strict policy, we have never promoted an alcoholic beverage.

"In view of the circumstances of my brother Jimi's death, this attempt to associate his name with the sale of alcohol beverages amounts to a sick joke."

And Hendrix’s old bandmates are furious, including Mitch Mitchell, the original drummer in the .

"I find this despicable,” Mitchell said. “I have never been consulted about the use of my image and reputation in association with any advertisement for this product. This is repulsive and something I would never endorse under any circumstance. Jimi must be turning over in his grave over this."

The official Jimi Hendrix site Jimihendrix.com is reporting that Dieffenbach told the Los Angeles Times, "It's like drinking with Jimi. The drunker you get, the more you think you're with him."

--By our New York staff.
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